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Possible publisher implications with AdWords site exclusion changes

AdWords just bumped up the number of URLs from 25 to 500

     
4:57 pm on Sep 22, 2005 (gmt 0)

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What the AdWords site exclusion tool allows advertisers to do is block specific content network sites from showing their ads. Previously, advertisers could only block 25 URLs per campaign, but it has just been bumped up to 500 sites.

When this feature initially launched, the likely targeted URLs would be scraper or obvious "made for AdSense" sites. Quality content sites probably wouldn't have seen an impact, unless it was simply advertisers blocking their ads from showing on competitive sites or their own network of sites. But with 500 URLs per campaign, advertisers could get down into the nitty gritty of ROI and block all publisher sites that they feel are underperforming in terms of ROI.

On the flip side, with this much more control over where their ads are appearing, this could result in more advertisers choosing to opt into the content network.

It will be interesting to watch and see how this change impacts publishers.

From an advertiser's viewpoint, this is a really good change and gives advertisers a lot more control to decide whether they want their ads on certain sites.

From a publisher's viewpoint - this could mean more money for "quality" sites, but it could definitely impact the bottom line of "sub quality" sites.

More from an advertisers point of view here [webmasterworld.com].

5:11 pm on Sept 22, 2005 (gmt 0)

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Thanks Jenstar.
I think it's Fair enough....

hunderdown

5:18 pm on Sept 22, 2005 (gmt 0)

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Interesting.

I suppose it's a solution to the scraper issue, but one that avoids heavy lifting on Google's part. Instead, they have possibly thousands of advertisers individually excluding hundreds of sites--if the feature gets heavily used.

5:30 pm on Sept 22, 2005 (gmt 0)

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I think it would be a good idea if Google would collect all that data from the site exclusion lists and use it to trigger a manual review of frequently mentioned adsense sites.

They could certainly catch some low quality, made for Adsense, autogenerated sites.

This would certainly increase confidence in the content network for Adwords users.

5:38 pm on Sept 22, 2005 (gmt 0)

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I wonder if this could have anything to do with the HUGE spike in earnings I am seeing across several sites. Could blocking the Made for AdSense sites be making more funds available for quality sites? I would think so although that doesn't necessarily explain what I am seeing so far today.
5:40 pm on Sept 22, 2005 (gmt 0)

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I hope they increase also for AdSense the URL filter.

I have now 151 URLs in the filter. Most of them MLM.
The same MLM can take easy 10 different URLs, all with the dame houses and yachts, You will have 2 years after joining the MLM.

5:41 pm on Sept 22, 2005 (gmt 0)

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Yikes! Looks like being #26 isn't good enough anymore! :)

Seriously, this should be a good thing for a lot of advertizers and publishers.

But it's gonna be a lot of work for advertizers.

5:45 pm on Sept 22, 2005 (gmt 0)

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BTW, I have also a SEO company easy to find by search engines. Again and again, I receive requests from MLM fans.

Last one spends about 500.-EUR a month for ads on different networks. 21 Cent per click.

After 5 month and spending 2500.-EUR, he has now 85 people which filled out the contact form. But no one of this 85 is active.

0 wins in all this time. I persuaded him to stop wasting his time in the MLM business.

5:46 pm on Sept 22, 2005 (gmt 0)

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Q: What do you call blocking 500 bottom feeding web sites?

A: A good start

5:49 pm on Sept 22, 2005 (gmt 0)

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From the copy in the ads showing up on my sites and from personal experience I just don't believe that many AdWords advertisers will make a lot of use of this feature.

It takes a lot of work and a certain amount of expertise to figure out where your clicks are coming from and from what I see many advertisers are either too lazy, too busy or ill informed to follow up on this.

10:25 pm on Sept 22, 2005 (gmt 0)

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I'm surprized this hasn't attracted more comments. Maybe the evning crowd will have more to say.
10:32 pm on Sept 22, 2005 (gmt 0)

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I sincerely hope someone in the AdWords realm compiles a list of the top (bottom?) 500 sites to filter out!

Of course, sites that are poor for business for some may be good for others, but there must be a happy medium somewhere in there if someone had the ability to put together some kind of database.

Perhaps an "AdWords Online Conference" would be in order. ; )

1:30 am on Sept 23, 2005 (gmt 0)

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This is great news.

Our AdSense income comes from advertisers, not Google. The better the AdWords system is for advertisers, the more they're going to spend!

If you're ending up in their exclusion lists, that's your fault!

3:34 am on Sept 23, 2005 (gmt 0)

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thanks for posting this thread jenstar.. that 500 url limit should help weed out some of the trash... i'd be all over it if i was an advertiser.
5:23 am on Sept 23, 2005 (gmt 0)

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I think what *would* make the feature very much used is to have a list of where in the content network our ads are shown.

I know I'm still fairly new to being an advertiser, but as far as I can see there isn't any way of finding this out. All my stats seem to show is a list of keywords that my ads showed on in search, and a summary line for content.

If I knew where my ads were displaying, then I'd be adding every single scraper and made for adsense site to the list! I guess Google don't want you to know that information.

And as a publisher I'd also like to see a big increase in the number of sites we can block. I always block MFA, scrapers and ebay - by having advertisers actually selling goods and services showing, the bottom line earnings are WAY higher.

3:05 pm on Sept 23, 2005 (gmt 0)

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david_uk

You can ad a referrer string to your ad's URL, something like:
://yyyoursite.com/page.htm?referrer=Google_XX2

Then you search your web site log files for:

"referrer=Google_XX2" (Add several "fields" to this string XXX_YYY_ZZZ, makes it easy to find each ad individually)

You see GET ://yyyoursite.com/page.htm?referrer=Google_XX2
in your logs

Then look at the referrer in the log and that is the site showing your ad. Of course it may be gone! I have checked quite a few sites showing my ads and actually have seen the ads. I even found sites that framed my site when I clicked on my own ad. (Sometimes it's worth it)

THERE IS A BIG CAVEAT with referrer strings that Google doesn't mention! I've emailed them about this and they've confirmed it.

Once someone clicks on your ad with a referrer string, the Adsense ads that show on YOUR web page will be poorly targeted! At least for a while, and I've noticed intermittent long term poor targeting of Adsense ads on my pages, when someone uses a URL from an add with a referrer string.

Why poor targetted ads?
As far as Adsense is concerned:
://yyyoursite.com/page.htm?referrer=Google_XX2
://yyyoursite.com/page.htm
are not the same page! Adsense must crawl the page again. I forget whether it uses the referrer=Google_XX2 to crawl or not.

[adwords.google.com...]
Above is a little more on tracking/ referrer URL's. I think you must be signed into adwords for this.

There's more to know about this.

3:49 pm on Sept 23, 2005 (gmt 0)

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Definitely a good thing. If advertisers have more control over where their ads appear, they'll find better returns and greater satisfaction. Over time, this may also allow higher quality publisher sites to reap greater rewards.
4:44 pm on Sept 23, 2005 (gmt 0)

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Once someone clicks on your ad with a referrer string, the Adsense ads that show on YOUR web page will be poorly targeted!

This can be true, because it can see it as a completely new URL.

5:32 pm on Sept 23, 2005 (gmt 0)

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Thanks for the info. I wish Google would bother to tell me about these changes, I've been begging them to increase that number for awhile now.
 

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